About East

EAST's journey began as a small independent boutique on the Fulham Road, London in 1994. The original vision was to create and promote beautiful, Eastern inspired, clothes and accessories that would be desired by women who celebrate individuality. Early collections were created in Jaipur, India.

Today we have stores and concessions all across the UK and yet remain true to our vision. Designing in London we look to the East for key inspirations. Our design talent and buying expertise allow us to create collections that give customers the opportunity to express and celebrate individuality. We delight in globally inspired colour, texture and prints; showing care, passion and spirit in our product development. We aim to complement our Eastern inspired pieces with stylish, everyday essentials; and look to use natural fabrics when they fulfill the drape and fit desired.

Supporting Artisans is our heritage, and we continue to do this at every opportunity. Our recent partnership with Fabindia who link over 80,000 crafts people to worldwide markets has given us access to more artisans and allows us to continue to promote our distinctive, 'Designed to be Individual' vision.

Our eclectic collections of clothing, jewellery and accessories are designed to complement each other so it is easy to style and create your own distinctive look. If you are looking for inspiration, why not book a style consultation appointment with your nearest store? Click here to learn more. Take a look at our latest arrivals by clicking here. Be in-the-know; sign up to our email newsletter to get the latest news on new product launches, exclusive promotions and events. Click here to sign up to our emails.

We aim to make EAST a continual journey of discovery, we hope you enjoy the voyage!